advertising luxury
SIMMONS | BEAUTY REST BLACK
delivered a new tagline, fresh branding, as well as a commercial idea for the advertising.
We came up with the tagline: "Dream in Black"
Commercial Idea: Dream in Black & White
Delivered 3 pathways for the brand, A lateral thinking approach led to the idea to symbolize light as the awakening of a deep sleep lost in dreams. With insights that the target market grew up with black & white tv, we used black & white to symbolize elegance, nostalgia, and desire.
Design based on "my black & white dream" concept "won" internally against many other options as well as two other advertising firms. The final graphics for retail were applied very well by Vellum Atlanta.
Named “Extraordinary Award Winner” for clients lpk & Simmons.
Final retail space by Vellum Atlanta
Created for LPK | Art Direction: Brian Akers | Designer: Perez-Mitchell Design
Designs also Created for Simmons Comforpedic IQ
Representing the commercial in black & white, PM&CO did not do this commercial